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1. You have been asked to give a brief lecture on "Positioning Errors to Avoid" for a local Chamber of Commerce luncheon. Provide a brief summary of your lecture. In your lecture be sure to give specific examples, other than those indicated in the textbook, of known service companies avoiding or falling prey to "positioning errors".

2. Ricketts Heating and Air installs natural gas-fired central heating systems with timers. In the wintertime, if the owner of a system wants to have the house cooler when no one is there, but have it heated back up before anyone arrives home, he or she can use this timing system. How could Ricketts use service to differentiate its heating systems?

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Solution Summary

Summary of lecture on avoiding to falling prey to "positioning errors."

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I am not sure what your professor went over but let me give you three positioning errors that are most common:

over positioning- providing a very narrow picture of the companies services and products that may not even be apparent to customers. Also promising things the company cannot do fall into this category.

Under positioning- failing to let people know at all what the ...

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